Java SE (Java Platform, Standard Edition)

Hello, if I want people with no knowledge of java to be able to download my swing applications and install them on their computer how do I go about doing it ? I can tell them to install the runtime environment and download my jar file but jar files are not automatically executable (at least not on windows anyway). The user either has to launch them from a command prompt or change settings on their computer before they can run the jar file by just clicking on it. If I knew where the java installation was, I could just provide a shortcut or script file to launch it, but I don't. Is there any easy way of doing this ?

I know there are special installation programs out there but they all seem to cost about a grand, does anyone know of any free ones ?